The landscape of experience-based gift giving has significantly transformed over the past decade. When Prezentmarzeń launched in 2009, offering gifts like hot air balloon rides or sports car drives was a novel concept for many. Today, customers are well-versed in this category and have heightened expectations.
As a leading Polish brand in the experience gift voucher market, Prezentmarzeń has fulfilled over one million dreams, offering more than 12,500 activities and collaborating with over 2,600 partners.
The last few years have marked a particularly dynamic period for the company, with regular increases in revenue and transaction volume. E-commerce remains a critical driver of this growth, alongside a focus on enhancing the entire customer journey from the first site visit to the experience realization.
“We have seen a 50-fold increase since 2013,” states Grzegorz Rożalski, CEO of Emotivo, the parent company of Prezentmarzeń. He emphasizes the importance of Polish capital, organizational agility, and the ability to swiftly adapt to market needs.
Changes in the Experience Gift Market
In the early stages of this market’s development, educating consumers posed a challenge—demonstrating that a gift does not have to be a physical item. Nowadays, the question is no longer about the validity of experience gifts but rather which experience suits a particular individual best.
This trend is evident in a November 2025 study titled “Gifts and Building Close Relationships,” conducted by Prezentmarzeń with 4,989 respondents. An impressive 33% of participants indicated that the recipient’s tastes and interests were the most important factors in gift selection, showcasing the rising significance of personalizing gifts.
Customer expectations regarding the purchasing process have also evolved. Consumers now expect high standards typical of modern e-commerce: quick access to suitable options, convenient payment methods, timely gift delivery, and clarity on rescheduling options.
Rożalski notes that the role of the “Joy Engineers” extends beyond just selling vouchers. It involves building and continuously improving the entire process—from purchase to experience fulfillment—while regularly assessing user needs, preferences regarding gifts, relationships, and leisure activities.
The Importance of a Broad Offering
No single gift fits all occasions. Some may prefer a massage, while others might opt for a supercar ride, a weekend getaway, or a workshop.
Thus, a diverse range of offerings remains a key distinction for Prezentmarzeń. The company currently boasts over 12,500 experiences in Poland and abroad, covering areas such as spa treatments, travel, gastronomy, workshops, flights, sports, automotive, and extreme activities.
Accessibility is equally vital. The business is expanding its offerings across various regions to ensure customers can find appealing experiences close to home without lengthy travel.
With over 2,600 partners, Prezentmarzeń’s attraction base is continually growing. The company regularly analyzes the implementation of experiences and customer feedback to ensure that scaling up is matched with quality enhancement.
E-commerce Drives Record Growth
Recent years have brought significant growth for Prezentmarzeń, particularly in online channels. The company continues to break sales and transaction records, while closely monitoring how users interact with the site.
Investments in user experience (UX) and user interface (UI) are ongoing. The company tests new solutions, analyzes user pathways, and optimizes various website elements, which has resulted in increased user engagement and interaction duration.
Optimization is not seen as a one-off project but as a continuous process. In large-scale e-commerce, even minor simplifications can substantially enhance the experience for many customers.
One innovative solution addressing changing buying habits is the “Gift in 1 Minute” service, where e-vouchers are delivered to customers’ email inboxes almost instantly after payment. Additionally, fast delivery options and a wide array of payment methods are being developed.
The Customer Service Office operates seven days a week, which is crucial in the gift industry, where purchasing decisions often occur in the evening, on weekends, or just before significant occasions.
Physical locations complement the online channel, providing customers with the opportunity to receive guidance from advisors and pick up vouchers or purchase elegant physical packaging. Together, online and retail create a cohesive customer journey, with e-commerce being the primary growth engine.
What if Plans Change After Purchase?
This is a key challenge unique to the voucher market. Buyers select gifts today without knowing how the recipient’s schedule may change in the coming months or if they might not match their preferences.
To address this, the company is developing solutions that allow for significant flexibility even after purchase.
One such initiative is the BEZ ENDU program, evolving alongside customer needs with its latest modification responding directly to demand for greater flexibility.
Currently, customers have 365 days to redeem their selected experience. If the voucher remains unused after this period, its value can be transferred to a gift card valid for an additional two years.
Rożalski emphasizes that the direction of the BEZ ENDU program stems from observing customer needs and aims to alleviate the pressure associated with time constraints.
There is also the option for free exchange if the initial choice does not meet expectations, along with a 100-day return policy for unused vouchers purchased remotely.
Each solution addresses different scenarios, but they all share a common theme: customers should not have to predict every future circumstance at the time of ordering.
Creating New Experiences
Expanding the offering involves not only new categories, locations, and partners but also creating unique, proprietary attraction formats where gaps exist for unique and hard-to-find experiences.
This applies to the automotive industry, where the Formula Drive project allows customers to experience the thrill of driving a genuine F1 car on a track, while the 4×4 Range develops professional off-road experiences.
“We have become not just sellers but creators,” says Rożalski.
This is part of a broader strategy. The company observes changing consumer interests and develops formats that enrich their leisure time. Polish capital affords agility in decision-making and the rapid testing of new directions.
Customer-Centric Development
Expanding the offering cannot rely solely on intuition. Regular studies on gift preferences, interpersonal relationships, and leisure activities are conducted. The company also analyzes user behaviors on the site and post-purchase feedback.
This provides multiple perspectives. It reveals what consumers claim they need, what they are actually seeking, and which aspects of the experience they rate positively or negatively.
The same approach is applied to customer service. The transaction is just the beginning of the relationship, leading into the reservation and experience realization stages. Marta Nowakowska, managing the Customer Service Office and B2B department, highlights the essential role of customer feedback in optimizing processes and the importance of transparent communication at every stage.
Continuous testing, data analysis, and the improvement of various process elements form the foundation of Prezentmarzeń’s daily operations, rather than being treated as a one-time project.
Do Customers Return for More Experiences?
Increasingly, they do. One key tool in fostering long-term customer relationships is the Zbieram+ loyalty program.
Since its inception, the program’s user base has grown over twelvefold. Participants earn points for purchases that can be redeemed for discounts on future orders. Points are valid for 24 months and can cover up to 50% of the next purchase’s cost. The program also offers additional benefits for birthdays, anniversaries, or referrals.
The dynamic growth of Zbieram+ signals that experiences have transcended one-time purchases for special occasions. Customers return for experiences during holidays and also when seeking ideas for their leisure time.
How Do Experiences Work in Business?
Extending our activities into the corporate sector has been a natural development.
In the B2B sector, the challenges mirror those of personal purchases but are magnified by the scale of the operation. An organization may seek gifts for hundreds or thousands of individuals with entirely different interests.
Thus, we aim to provide companies with complete flexibility instead of imposing identical gifts. Offerings include gift cards or gift boxes. Experience gifts serve as excellent rewards for employee performance, gifts for key partners, or as elements of contests and marketing initiatives.
Logistics is also a critical consideration. Digital distribution eliminates the need for physical gift storage, streamlines large-scale dispatches, and allows for complete personalization tailored to specific companies.
By developing b2b.prezentmarzen.com, we leverage the experiences gained in the consumer market. In both cases, a human is behind the transaction, and the fundamental question remains the same: how to provide a choice of experiences tailored to their interests and needs?
What Will Drive the Experience Market Forward?
Over the years, Polish attitudes towards gifts have undergone a significant evolution, with Prezentmarzeń evolving alongside this trend.
Recent years have brought new records, particularly in e-commerce, but the increase in sales is just the beginning. As scale grows, so do the demands in technology, offerings, service standards, and overall customer journey.
Therefore, we aim to continue expanding our attraction base, increasing accessibility throughout Poland, developing proprietary experience formats, investing in UX, data analysis, and AI, streamlining the post-purchase process, and enhancing our business offerings.
We believe the experience market will increasingly focus less on merely selling vouchers and more on the ability to match the right experience to the individual and creating a process that maximizes enjoyment from both gifting and the realization of experiences.
